‘1940 India by Azad’,India’s first slow-food fast-service ethnic restaurant brand opened its second outlet at Lulu Mall, Thiruvananthapuram, within eight months of the launch of first restaurant in the city.
The new outlet of 85-year-old Azad Corporate was inaugurated by chairman Abdul Nazar Azad in the presence of Lulu Mall officials.
The launch also marks the debut of the brand’s mall restaurant vertical after the introduction of its main-street format in May 2025 at Vazhuthacaud in Thiruvananthapuram.
Focus on slow-food concept
The ‘1940 India by Azad’ concept was developed over two years with the objective of promoting Indian cuisine globally while aligning itself with the Slow Food movement.
Since its launch, the brand has organised curated food festivals including the ‘1940 Street Food Kebab Festival’ and the ‘Desi Bowls of Asia Festival’.
Valet parking for restaurant
The company has also introduced valet parking and a branded pick-up and drop car service for customers, described as a first-of-its-kind initiative by a restaurant brand in India.
The services are aimed at enhancing customer experience while reinforcing the slow-food philosophy centred on local communities and traditions.
Leadership and growth plans
“As a corporate house, we are proud to contribute to taking Indian cuisine to global audiences. By establishing a presence in one of India’s largest malls, we are reaffirming our commitment to standing alongside global brands on an equal platform,” said Azad Corporate Chairman Abdul Nazar Azad.
Menu innovation
“We are working to bring fresh thinking and faster innovation to the restaurant industry with the aim of popularising Indian cuisine globally through 1940 India by Azad and building it into one of the fastest-growing restaurant brands from India,” Azad said.
The company said the restaurant moves away from conventional menu categorisation by structuring offerings around customer identities and preferences through sections such as ‘I Am Young’, ‘I Am India’, ‘I Love Asia’ and ‘My Travancore, My Love’.
Each outlet is envisaged to feature hyperlocal cuisine, pan-Indian cuisine, popular continental dishes and specialty offerings targeted at younger consumers.
Strategy and design partners
The strategy for the restaurant concept was formulated by &Matthai Strategy Consulting.
“The family embraced innovative thinking, leading to the creation of a pioneering new restaurant category in India with the potential to scale globally,” said &Matthai Strategy Consulting Founder & Strategist Manoj Matthai.
Business vertical heads
Azad is a second-generation restaurateur with over five decades of experience in the food and hospitality industry. The 1940 India by Azad brand was developed under the Azad Corporate House by managing directors Mahin Azad, Wazim Azad and Ozman Azad, who head various business verticals of the group, under the leadership of Mr. Azad and managing director Nazeera Nazar.